It’s a good time to be in the nail business. That is if you’re in the business of making products that care for nails, not necessarily the items that color them.

Data from NPD shows that growth within the prestige nail category is coming from care, with unit sales of base and top coats showing strong increases of 7.9 percent in 2015, and unit sales of overall nail care items growing 3 percent. Manufacturer Shari Gottesman, founder and CEO of Perfect Formula, is riding the wave and is now reinvigorating her 11-year-old brand, which also happens to be the leader in prestige nail care.

Born into the paint manufacturing industry, Shari got her hands—and nails—in the family’s New Jersey-based business, Cosmetic Coatings, when in 1991 she transformed it into a company that made nail polish . She saw an opportunity to create a line of nail care products of her own when she heard QVC was looking to enter the segment. She pitched them Gel Coat, her protein-rich nail treatment that’s formulated with keratin to address brittle, thin and weak nails. Gel Coat—which is nothing like the gel formulas of today—launched on QVC to much success in 2005. Adhering to customer requests, in 2007 Shari expanded with Pink Gel Coat, a similar item to Gel Coat but formulated with an optical brightener to make nails look as if they’ve had a French manicure. After several years, Perfect Formula partnered with QVC UK and QVC Germany, and additional products were born, including Daily Moisture, a cuticle conditioner; Manicure Booster, a 2-in-1 base and top coat designed to double the life of a manicure; and Repair Coat, a repairing and restorative base coat treatment. Pink Gel Coat won the QVC Customer Choice Award for Best Nail Care Brand. Price points for each bottle in the range are in the $28 to $30 range.

Perfect Formula now consists of seven items, including My Favorite Topcoat, a high-gloss, long lasting topcoat, and a Crystal Nail File, all of which will undergo a packaging overhaul later this year in an effort to modernize the brand, and improve shoppability.

It’s important to note that Perfect Formula also lives outside of TV land. The brand is now sold in Sephora, and recently signed on with Dermstore.com. Retail sales in 2015 exceeded $10 million. Perhaps most exciting for Perfect Formula is the launch of a national infomercial. The 28-minute spot, which is being produced by Script to Screen, will have a soft launch in June and look to educate women on the importance—and ease—of nail care. The infomercial, which will also have two-minute and one-minute versions, will feature four-week testimonials showing how the formulas help nails grow and keep them strong and healthy. Deciding on an infomercial to help grow brand awareness seemed natural, Shari said.

“We know we are a TV brand. This is where we were born.”

The brand also looks to make connections with a younger audience on social media. Perfect Formula traditionally skews older, with the average consumer aged 35+ and earning more than $75,000. However, the brand has tapped a social media manager who is currently partnering with brands such as Marula Beauty and Skyn Iceland in offering product giveaways on Facebook.